• Guardian, Wednesday, April 13, 2016 9:21 AM

The Guardian reports on itself. David Pemsel, the CEO of the paper's parent company, Guardian Media Group, said the newspaper would consider preventing readers from accessing its content if take-up of ad-blocking software becomes widespread. Pemsel said the paper would not be drawn on the rate of ad-blocking among Guardian readers, but acknowledged that there were some “big scary numbers” in some markets, with reports as high as 25% of readers. “What is important is that in the end we need to make sure the economics stack up,” he said. “If more and more of those ad-blockers are introduced, we will be far more aggressive by saying ‘you are consuming our content for free, you can’t,' and turn it off.”

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